Apple starts the year 2025 with a fanfare: for the first time in its history, the Apple brand becomes the world number one for smartphone sales in a quarter. A historic turning point carried by the aggressive strategy around the iPhone 16th, major industrial adjustments and an ability to anticipate global economic tensions.
The iPhone: King of the world at the start of the year 2025
Apple has taken a historic stage in the first quarter of 2025 by becoming, for the first time, the world leader in smartphones sales over this period. According to data from Counterpoint Research, the iPhone has captured 19 % of global market share, surpassing Samsung, which recorded 18 %.
A performance carried by the iPhone 16th
The success of the iPhone 16th, a more “affordable” model, has largely contributed to this progression. Its launch was particularly well received in key markets such as India and Japan, where demand was strong. This strategy allowed Apple to gain 4 % market share compared to the previous year, while Samsung lost 5 %, especially due to the late launch of its Galaxy S25 series.
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An industrial strategy in the face of trade tensions
In a context of trade tensions between the United States and China, Apple anticipated the potential impact of new customs tariffs by increasing its iPhone shipments in the first quarter of 2025, reaching 57.9 million units, an increase of 10 % compared to the previous year. In addition, production in India was intensified, with more than $ 17 billion iPhone exported from this country in 2024, thus reducing dependence on China and attenuating the effects of American customs duties.
Growth in a slowdown market
Despite a modest overall growth of the smartphone market of only 3 % in the first quarter of 2025, Apple managed to finish the game thanks to an effective product strategy and proactive management of its supply chain. However, the prospects for the rest of the year remain uncertain due to persistent trade tensions and global economic concerns.
